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IN
Journal article
PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN PADA PRODUK KOSMETIK HIJAU MEREK THE BODY SHOP
Putu N Hani Susanti I Made Wardana
Volume : 4 Nomor : 2 Published : 2015, October
E-Journal Manajemen Universitas Udayana
Abstrak
ABSTRACT This study aims to determine the effect of product quality and brand image on satisfaction and customer loyalty. The method of analysis used was path analysis and Sobel test, the number of samples 105 respondents were determined by purposive sampling. The analysis shows that the quality product and brand image has significant impact on satisfaction and customer loyalty, and satisfaction has significant impact on customer loyalty. This study also showed that satisfaction mediate positive quality product on customer loyality and satisfaction mediate positive brand image on customer loyalty. Keywords quality product, brand image, satisfaction, customer loyalty